Paul Newman has a good thing going with his salad dressing and food line benefiting his camp for ill children. And Richard Rovsek hopes he has conjured up one even better.

Introducing American Warrior Brands barbecue sauce. It’s debuting for sale at a San Diego County Fair booth by the riding pavilion fair entrance.

Peddling the sauces — there are four varieties — won’t be slick-tongued salesmen with auctioneer voices but rather veterans of Iraq and Afghanistan who may be missing a leg, an arm, or both.

Rovsek is a passionate patriot armed with ideas. Inspired by Newman’s model, he recently commissioned the creation of the American Warrior sauces and contracted with a Fullerton company to make and bottle them.

Unlike the Newman model, wounded military veterans are being utilized in every aspect of the business, not just in sales. Firms involved in production must agree to interview veterans for job openings and give them first priority in hiring.

Many of the 40,000 men and women severely injured in recent conflicts are still trying to get employment. Rovsek said profits will finance programs geared toward wounded vets, the children of those killed while on duty and other needs.

“This enables us to get back to work and sell something in which we believe and actually use while helping fellow wounded warriors,” said retired Marine Kaleb Weakley, 24, who suffered multiple gunshot wounds.

He is marketing the sauces with fellow retired Marine Carlos Torres, 25, of Irvine, who lost both legs below the knee. “We want to help wounded vet return to the work force and help with financial needs they may have,” said Torres.

Weakley reported a positive response from fair goers, with about 80 percent taking cards to pass on to others.